The World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA) and the Tourism EXPO Japan (TEJ) Executive Committee have signed a new Memorandum of Understanding (MoU) to strengthen collaboration and international engagement around Japan’s growing Travel & Tourism sector.

Signed in Madrid on 24 September 2026, the agreement brings together three organisations representing Japan’s travel trade and the wider global tourism community. The partnership will focus on knowledge exchange, innovation, research, industry engagement and international collaboration.

The agreement was signed by Gloria Guevara, President & CEO, WTTC; Yuji Hara, Chairman, JATA; and Eijiro Yamakita, Chairperson, Tourism EXPO Japan Executive Committee.

The partnership comes as Japan’s Travel & Tourism sector records strong economic growth. According to WTTC’s latest Economic Impact Research, the sector contributed US$343.1 billion to Japan’s economy in 2025, representing 8.1% of the country’s total GDP and making Japan the world’s fifth-largest Travel & Tourism economy.

Japan’s Travel & Tourism sector grew by 4.6% in 2025, compared with 1.1% growth recorded by the wider Japanese economy.

International visitor spending has also become an important contributor to the sector’s expansion. International travellers spent US$63.3 billion in Japan in 2025, placing the country seventh globally for international visitor spending. The figure represented an 8.8% year-on-year increase and was 74.9% higher than in 2019.

Japan’s tourism growth has been supported by its international destination appeal, diverse tourism offering, transport connectivity and infrastructure. At the same time, the sector is increasingly adopting digital technologies, including artificial intelligence and automation, to improve operational efficiency and enhance the traveller experience.

The rapid increase in international visitors is also placing greater emphasis on destination stewardship. As tourism volumes grow, policymakers and industry stakeholders are increasingly examining how visitor growth can be managed alongside the requirements and interests of local communities.

Under the new MoU, WTTC, JATA and TEJ will explore opportunities to exchange research, reports, market intelligence, insights and industry best practices. The organisations will also consider joint research initiatives and activities around major Travel & Tourism events in Japan and international markets.

The agreement is expected to create additional opportunities for JATA and Tourism EXPO Japan stakeholders to connect with WTTC members and the broader international Travel & Tourism community. WTTC will also have opportunities to engage with senior tourism leaders and industry stakeholders across Japan.

Innovation and digital transformation form another area of cooperation under the partnership. The three organisations will explore initiatives supporting competitiveness, resilience, technology adoption and workforce efficiency, alongside stronger cooperation with national, regional and city destination management organisations.

Speaking about the agreement, Gloria Guevara, President & CEO, WTTC, said, “Japan has built one of the world's most successful Travel & Tourism economies, combining an extraordinary tourism offering with strong connectivity and a forward-looking approach to tourism development.”

She added that the partnership would create opportunities to share knowledge, support technology adoption and improve workforce efficiency as the sector enters a period increasingly shaped by AI and digital transformation.

Yuji Hara, Chairman, JATA, said the agreement represents an important milestone for the organisation and would encourage Japanese and international private-sector tourism stakeholders to share insights and knowledge while supporting sustainable, long-term and inclusive tourism.

Eijiro Yamakita, Chairperson, Tourism EXPO Japan Executive Committee, said WTTC’s participation in Tourism EXPO Japan would help enhance the event’s international presence, while Japanese participation in WTTC events could further strengthen the country’s presence within the global tourism sector.

JATA is a general incorporated association and tourism industry trade body in Japan, with 1,200 full members, 326 associate members, 80 affiliate members and 137 overseas affiliate members.

Tourism EXPO Japan is an international tourism event bringing together public and private-sector stakeholders from Japan and overseas to promote tourism development, international exchange and collaboration.

The new MoU establishes a framework for continued cooperation between Japan’s tourism industry and the international Travel & Tourism community at a time when the country is balancing strong visitor growth with the need for innovation, competitiveness and sustainable destination development.